Setting the stage for a dramatic evening of amusement, customers are met with a theatrical interior illustrated through tactile materials, from red fabric curtains and reflective surfaces. Customers are invited to visit the timber clad games’ check-in desk before stopping by a stunning, ‘oil-stained’ iridescent metal bar with a concrete top where they’ll find a “delicious range of drinks, cocktails, hard shakes, and alcoholic slushies”.

Not encouraging customers to sit for too long to keep energy levels high, we designed a limited amount of fluent high-level seating configured to aid natural customer flow and encourage participation in the surrounding arcade and party games on offer, from ping pong and shuffleboard to pool and air hockey. Further bespoke furniture can be found in and around the venue’s bowling zones to complement the respective schemes, from red plush benches to pipework seating topped with leather.

Rooted in the brand’s identity, bowling at Lane7 will always be the star of the show which is why Lane7 Altrincham houses not one, but three bowling zones that draw on some of the best lane aesthetics to-date. Venture past the bar and you’ll reach lanes 1-3 exhibiting graffiti artworks in pinks, reds and oranges, punctuated with contrasting blue spotlighting for further sensory incitement. Venture further still and you will reach the partially concealed premium lanes reserved for VIP bowlers marked in a red luxury aesthetic with mesmeric angular lighting, but not before hitting lanes 4-7 lined with timber panelling and characterized by a polychrome graffiti mural above.

We used Lane7’s signature graffiti as a tool to encourage exploration and aid navigation of the multi-purpose entertainment venue. Explore the perimeter and things start to get even more playful; customers will discover a ‘Kissing Booth’ where they can acquire a photo souvenir of their evening, and a brand-new karaoke room concept empowering them to sing and dance like no one’s watching. The private karaoke room devours customers in arresting illuminations, mirrored walls overlaid with pink vinyl, and a shower of glitter-like lighting emanating from an oversized disco ball hanging overhead.